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68% of US internet users think marketing from national brands with local messaging makes ads more relevant and shows advertisers are investing in local communities, per a study from The Harris Poll and Locality.

Total media ad spending in the US will pass the $350 billion mark this year, but growth is slow at just 3.8%, according to our forecast. 鈥淭hat is not great compared to almost anything in recent memory; however, there is a U-shape to this line,鈥� our analyst Ethan Cramer-Flood said during our 鈥淯厂 Digital Ad Spend Outlook鈥� webinar. Connected TV and retail media will prove to be bright spots, but social media could be a challenge.

Live sports programming accounted for nearly 40% of US national TV ad spend in both Q4 2022 and Q4 2023, according to September 2024 data from iSpot.tv.

Despite growing competition from the likes of Walmart and Temu, the retailer strengthened its grip on US ecommerce, established itself as an ad giant, and stayed relevant with price-conscious shoppers.

Retail media is outpacing non-retail media in growth in US search ad spend. As performance-driven advertisers push closer to the point of sale, companies like Amazon benefit. Here鈥檚 what鈥檚 behind retail media鈥檚 search success.

In 2025, we expect US social users to spend 61.1% of their time spent on social networks watching videos, up from 33.3% in 2019鈥攂efore TikTok became popular. We also expect US social video ad spending to surpass linear TV ad spending for the first time next year (both estimates exclude YouTube). Predictions. LinkedIn could push live video.

US Ad Spending by Industry 2024 (Subscription required). Data Drop: 4 Charts on AI-Driven Email Automation (Subscription required). Methodology: Data is from the September 2024 Emarsys report titled "Customer Loyalty Index 2024: Global." 10,041 consumers in Australia, Germany, United Arab Emirates, the UK and the US were surveyed online by Opinion Matters during June 12-17, 2024.

Retail will account for more US digital ad spend (27.9%) in 2023 than the five lowest-spending industries combined, according to our forecast.

In 2024, connected TV (CTV) platforms raced to expand ad-supported content, Google delayed its cookie plans (again), and brands chased insights from social media giants on how to break through to consumers.

While Gemini and cloud services drive record revenues, competition and global regulatory actions threaten its monopoly, particularly in search and advertising ecosystems

Perhaps the most potent threat to Google鈥檚 market lead is an August ruling from a US Justice Department lawsuit, which found that the company operates an illegal search monopoly. In a second trial, the DOJ suggested that Google should sell Google Chrome, the largest web browser in the world by market share, which could significantly reduce its advertising capabilities. And that鈥檚 just in the US.

US digital audio ad spend will reach $7.12 billion this year, according to our March 2024 forecast.

Fubo pioneers interactive TV ads: New formats aim to move commerce from second screens to big screens with seamless shopping experiences.

Although OOH is still primarily a traditional medium, outdoor advertising鈥檚 future is digital. US DOOH ad spend will grow by double digits annually through the end of our forecast period in 2027. In the near term, DOOH is overcoming its pandemic slump.

And the arrival of formalized open banking in the US will empower more FIs to ask customers鈥� permission to use their data for advertising. FMNs will remain an ad spending niche鈥攂ut a booming one. From 2024 to 2026, FMN ad spend will explode at a 107.0% compound annual growth rate to hit $1.50 billion, per our forecast.

Methodology: Data is from the November 2024 Advertiser Perceptions survey titled "Q4 2024: The State of the Ad Industry." 300 US marketers and agencies were surveyed during September 2024.

Social鈥檚 share of total media ad spending will grow much more slowly. Between 2017 and 2021, social鈥檚 share of overall media ad spending in the US nearly doubled, climbing from 10.5% to 20.0% in just four years. By contrast, its share of US media ad spending will climb less than 2 percentage points through 2027, inching from 20.4% in 2023 to 22.0%.

A strong out-of-home (OOH) ad leverages creative thinking, puts content where people will see it, and has the potential to be shared online. From cleverly branded buses to bizarre alien billboards, here are five recent OOH campaigns that caught our eye and why we think campaigns like this will help drive a projected 6.5% YoY growth in US OOH ad spend this year, reaching $9.51 billion.

In 2024, in-app video ads will capture over 30% of total US mobile advertising spend for the first time. Driven by placements in social media, YouTube, and OTT apps, in-app video ad spending will increase 20.4% YoY in 2024 to reach $61.11 billion. It will account for over half (58%) of the $105.93 billion in US video ad revenues and nearly 90% of mobile video ad revenues.